Publicação
How to foster green purchasing behavior on Instagram: The role of environmental knowledge and engagement as stimulus
| Resumo: | The world is facing a challenge to meet society's needs without compromising the ability of future generations, and the importance of natural resources preservation. Sustainability has become an important concept being played by the marketing function of business organizations and different service and product providers, and their customers are concerned about what they purchase and how their consumption habits affect the environment. In this scenario social media marketing emerges with innovative channels and strategies to foster sustainability ideas, brand loyalty and better customer interaction through products and services launched in social network sites (SNSs), such as Instagram. However, little is known about the driving factors behind green purchasing behavior using Instagram, given research scarcity on this topic. Past studies highlight the impact of multiple constructs related to environment in different context, impacting companies’ outcomes and purchase behavior. Thus, we fill the gap and adopt stimulus-organism-response (S-O-R) framework to brings important contributions and identify the impact of environmental knowledge and interactive engagement using Instagram as stimulus to foster customer loyalty and word-of-mouth for increased green purchase behavior. Our results show that, as stimuli, environmental knowledge impacts loyalty, word-of-mouth and green purchase behavior, and interactive engagement impacts loyalty and word-of-mouth. As organism, loyalty impacts word-of-mouth for sustainability, and as response, word-of-mouth impact green purchase behavior. Loyalty and word-of-mouth mediates de relations between both stimuli and green purchase behavior. |
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| Autores principais: | Tavares, Elen Samira Rodrigues |
| Assunto: | Sustainable marketing Social media marketing Instagram Environmental knowledge Interactive engagement Loyalty Word-of-mouth Green purchase behavior SDG 12 - Responsible production and consumption SDG 13 - Climate action |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The world is facing a challenge to meet society's needs without compromising the ability of future generations, and the importance of natural resources preservation. Sustainability has become an important concept being played by the marketing function of business organizations and different service and product providers, and their customers are concerned about what they purchase and how their consumption habits affect the environment. In this scenario social media marketing emerges with innovative channels and strategies to foster sustainability ideas, brand loyalty and better customer interaction through products and services launched in social network sites (SNSs), such as Instagram. However, little is known about the driving factors behind green purchasing behavior using Instagram, given research scarcity on this topic. Past studies highlight the impact of multiple constructs related to environment in different context, impacting companies’ outcomes and purchase behavior. Thus, we fill the gap and adopt stimulus-organism-response (S-O-R) framework to brings important contributions and identify the impact of environmental knowledge and interactive engagement using Instagram as stimulus to foster customer loyalty and word-of-mouth for increased green purchase behavior. Our results show that, as stimuli, environmental knowledge impacts loyalty, word-of-mouth and green purchase behavior, and interactive engagement impacts loyalty and word-of-mouth. As organism, loyalty impacts word-of-mouth for sustainability, and as response, word-of-mouth impact green purchase behavior. Loyalty and word-of-mouth mediates de relations between both stimuli and green purchase behavior. |
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